CBAM Sept Oct 2018

Page 10

branding

By Eric Johnson

Craft light Understanding the power — and promise — of neon No, this is not about craft beer trends. It’s about another fluid medium—the craft of luminous tubes better known as neon. Light art, light advertising, neon has always been such. Its power to visually influence is incomparable. Neon evokes emotion, triggers memories, and suggests a variety of moods and past experiences. The craft of neon is alive and well today. Made in America, locally-practiced, often using “ingredients” made by American companies. There’s a bit of a neon “renaissance” happening. In my travels, I’ve even talked with craft brew folks interested to learn the craft of neon. While obviously different, the crafts of brewing and neon are alike in ways. Art and science. Hand-crafted by well-trained, passionate practitioners. Requiring years to achieve mastery. It’s physical work, best performed by folks with serious work-ethic. Projects require a starting vision, and a step-by-step plan, to the end result. Ultimately, both are created for the appreciation of a broad audience of “consumers.”

10

CRAFT BRAND AND MARKETING

SEPTEMBER/OCTOBER 2018

CBAM-MAG.COM


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